Led Zeppelin, In Through the Out Door, 1979

“Some music biz execs had joked that you could put a record in a brown paper bag and that successful artists would still sell millions of albums. Storm suggested that we do just that and (Led Zep Manager) Peter Grant agreed. We wrapped the cover in a brown grocer’s bag with a stamp on it and that’s how it hit the stores. The question was which of the six different album covers did you get? It was fun."

"Whether anyone got the deceit of it, or if it sold more or less as a result we’ll never know, but I admired Led Zeppelin for their supportive stance in pushing our idea and never accepting the possibility that it couldn’t be done. They were a powerful and charismatic lot and Peter Grant was always kind to me.”